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AFL I Arena Football League (1987-2008)

AFL, ADT extend partnership through 2007

February 3, 2004 - Arena Football League (1987-2008) (AFL I) News Release


NEW YORK – The Arena Football League today announced its largest national partnership in AFL history with ADT Security Services, Inc., a unit of Tyco Fire and Security. The multi-year extension designates the organization as the Official and Exclusive Electronic Security Partner of the AFL through 2007. The upcoming season is the third year of the existing three-year AFL and ADT partnership.

With the renewal, ADT has enhanced its media position in the partnership, including national TV, radio and print promotional support.

"ADT has been a tremendous partner over the past several years and we are very appreciative that they continue to value their relationship with the AFL," said GLENN HORINE, AFL Properties Executive Vice President. "ADT was one of the first corporate partners that looked at the AFL as a long-term investment and experienced strong customer-marketing results, especially at the grassroots level."

A key component of the renewal is ADT's continued title sponsorship of all AFL defensive honors, including the "Defensive Player of the Year Award," which is given to the top defensive player in the AFL annually. ADT will also sponsor all game, weekly and monthly defensive honors.

"The AFL's fan-friendly, family-oriented approach really resonates well with ADT as a company and similarly with our customers," said MIKE SNYDER, president of ADT Security Services, Inc. "As the AFL continues to grow and develop as a league, launching new teams and attracting new fans, we are very proud to contribute to the league's remarkable success."

A key branding initiative with the AFL partnership is ADT's logo identification during national telecasts and on-field signage, including turf squares and dasherboards, as well as various additional in-arena public addresses and video jumbotron announcements. In addition, each AFL market will hold an "ADT Night" at one home game during the regular season at which fans will receive ADT promotional giveaways. There will also be an on-field ADT promotion at halftime and interactive promotional concourse booths in each of the AFL's 19 team markets.

ADT is the latest in a growing list of companies that have chosen to continue their association with the AFL. The U.S. Army, Champs, Aaron's Rents and Nike are all partners who have recently renewed their AFL partnerships for one or more years. The 2004 season represents the most significant corporate support in the AFL's 18-year history.

Fan loyalty is the hallmark of AFL partnerships. An ESPN Sports Poll released in July 2003 revealed for the second consecutive year that AFL fans are more likely to try, switch, and remain loyal to a sponsor's product due to a sponsorship of an event/sport they follow than fans of NFL, MLB, NBA, NHL and NASCAR.

In the 2003 League Report Card, a comprehensive survey conducted by Street & Smith's SportsBusiness Journal which studies sponsorship satisfaction and value, sponsors graded the AFL first among all 16 major sports league properties included in the survey in the category titled "Property is flexible." The AFL ranked second in four categories: 1) Property is forward thinking and progressive; they are looking ahead; 2) Easy to coordinate programs between league and teams; 3) Provides in-venue assets; and 4) Expertise to leverage our product and deliver value.

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The opinions expressed in this release are those of the organization issuing it, and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.


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